Bertelsen’s prime responsibility will be to build “a powerful global practice that uncovers innovative research insights in language, cognition and behaviour to inform clear, credible and and compelling brand-building programs.”

Before joining Siegel+Gale, Bertelsen ran her own company LB Research Group, specialising in marketing intelligence, human factors and information design for websites and online applications. Previous to that she was vice president of qualitative research at Ipsos.

Bertelsen said: “Siegel+Gale has long been respected for its research capabilities, and I’m excited to lead this talented team. By diversifying our techniques to include social media and mobile devices as resources for gathering data, we’ll further build our portfolio of methodologies to secure the insights necessary to building lasting brand strategies. We recognise that gathering data is only half the process, the other half is in storytelling – communicating the research findings clearly and succinctly so that our clients immediately understand both the problem and the solution.”